Microsoft just cant catch a break these days. But negative or positive press is a result of being the software giant. According to a new report, Goldman Sachs has downgraded Microsoft’s market share from “hold” to “sell.”

Heather Bellini, an analyst at Goldman Sachs, is recommending that investors sell their Microsoft stock and downgraded the software giant’s stock from neutral (hold) to a negative rating (sell). Bellini believes Microsoft will gradually deteriorate if they don’t change their direction right away.

“The company faces critical secular challenges given the deteriorating PC demand backdrop,” Bellini stated. She added that Microsoft’s financial results will “gradually deteriorate unless Microsoft successfully repositions itself as a more meaningful participant in the new era of consumer compute.” This new era of “consumer compute” includes tablets and smartphones.

Recently, Bank of America, a multinational banking and financial services company, downgraded their stock in Microsoft from “buy” to “hold” and they are blaming a “lack of momentum” as the reason.